By David Mugabe
Vision Group will be among the companies in contention for recognition as an East African super brand tomorrow at the Kampala Serena Hotel.
Announcing the awards ceremony yesterday, Jawad Jaffer, Superbrands project director said the consumer survey by international research agencies like TNS will reveal the few brands that are consumers’ favourites, a process that culminates in the award.
In considering a super brand, the judges and researchers look at brand loyalty, trust in the firm and brand awareness.
“The perception of Africa is still one who is not there. It is totally wrong, we are there and we are going to go miles ahead,” said Jaffer adding that seven years ago, most of the current super brands were not visible.
15 Uganda firms are in line for the awards, a recognizable rise from the seven brands a few years ago indicating the growing sophistication of the Ugandan economy.
This compares favourbaly with Tanzania 16 brands but still far from Kenya’s 54.
Kenya is the base of many multilaterals like Unilever who will also be part of the awards and boasts the larger economy in the region.
Vision Groups chief operating officer, Gervase Ndyanabo noted that the Group that boasts several radio, TV, online and regional titles has been consistently participating and winning in the past years.
“We do value the value of brands, New Vision is 28 years old, we have been leading and we intend to maintain media leadership in Uganda,” said Ndyanabo.
The awards will be graced by the vice president of Uganda, Edward Kiwanuka Ssekandi as chief guest.
Major sponsors include Roofings, Airtel, Vision Group, Midcom, the East African, and Turkish Airlines.
Jaffer noted that companies like Roofings that are today applying top end global technology and are leading the region deserve celebration as part of the rise of African brands.
“We will promote what is true and the market dictates, branding is critical, we need to believe in ourselves,” said Jaffer.
He encouraged small and medium sized enterprises that aspire to be in the super brands category to continue their growth stories and that one day, they will reach super brands status.
The two-yearly event will also be graced by Uganda’s finance minister Maria Kiwanuka, who is also a Superbrands council Member in East Africa.
More than 80 brands from East Africa will be recognized and most of the CEOs of top companies in the region will be present to grace the event.